G2 Acquires Capterra, Software Advice, and GetApp: What This Means for B2B Software Buyers

On January 29, 2026, the B2B software industry witnessed a seismic shift. G2, the world's largest software marketplace, announced its acquisition of Capterra, Software Advice, and GetApp from Gartner—bringing together four of the most influential software discovery platforms under one roof.

The Deal at a Glance

This acquisition, expected to close in Q1 2026, consolidates what has long been a fragmented software review landscape. The combined entity will now command:

• 200+ million annual software buyers reached
• Nearly 6 million verified customer reviews
• 10,000+ software vendors served
• 2,000+ software categories covered
• Up to 3x more buyer intent signals

"By bringing together four of the leading software discovery platforms, we are creating the definitive system of record for B2B software in the age of AI," said Godard Abel, G2 Co-founder and CEO.

Why Gartner Decided to Sell

Gartner's decision to divest these properties reflects a strategic pivot back to its core advisory business. The Digital Markets division—which operated more like a media business driven by lead generation and SEO—didn't align well with Gartner's premium research model.

More importantly, Gartner recognizes how AI, large language models, and social platforms like Reddit and LinkedIn are fundamentally changing how buyers research software. Traditional review sites face disruption, and consolidation under a dedicated marketplace operator makes strategic sense.

What This Means for Software Buyers

For software buyers, this consolidation brings several potential benefits:

• Unified Access: Consolidated access to 6 million verified reviews across all four platforms
• AI-Powered Discovery: G2.ai will leverage the expanded dataset to deliver smarter, AI-driven software recommendations
• Faster Decisions: More comprehensive data means buyers can make informed purchasing decisions more quickly
• Cross-Platform Insights: Reviews and insights that were previously siloed across platforms will now be interconnected

What This Means for Software Vendors

For B2B software companies, the implications are significant:

• Streamlined Marketing: One relationship to manage instead of four separate platforms
• Expanded Reach: Access to the largest in-market buyer audience in B2B software
• Enhanced Intent Data: Up to 3x more buyer intent signals to identify prospects actively evaluating solutions
• New Monetization Models: G2 plans to introduce pay-per-lead offerings alongside existing options

However, consolidation also raises questions about pricing power. With G2 now dominating the review landscape, vendors may have less negotiating leverage on advertising and listing fees.

The Competitive Landscape

While G2's market position is now substantially stronger, competition remains. TrustRadius (acquired by HG Insights in June 2025) and PeerSpot continue to operate in the space. However, the scale advantage G2 now holds will be difficult to overcome.

The critical question for marketers: Will consolidation actually deliver better ROI? Time will tell whether a unified G2 portfolio provides more efficient buyer acquisition or simply consolidates spend without improving outcomes.

The AI Angle: Answer Engine Optimization (AEO)

Perhaps the most forward-looking aspect of this deal is G2's focus on Answer Engine Optimization (AEO). As search evolves from traditional keyword queries to AI-powered conversational answers, owning the largest verified dataset of software reviews becomes critical infrastructure.

When AI assistants like ChatGPT, Perplexity, or Google's AI Overview recommend software, they need authoritative data sources. G2 is positioning itself to be that definitive source—the "system of record" for B2B software in the AI age.

What Happens Next

The transaction is expected to close in Q1 2026, subject to customary closing conditions. Post-acquisition, expect to see:

• Platform integration and potential consolidation of review databases
• Unified vendor dashboards and advertising offerings
• Enhanced G2.ai capabilities powered by expanded data
• Possible changes to pricing and packaging for vendors

The Bottom Line

This acquisition marks a transformational moment for the B2B software industry. Whether you're a buyer researching your next software purchase or a vendor trying to reach in-market prospects, the rules of engagement are changing.

G2's bet is clear: in an AI-driven future, the company with the most comprehensive, verified data wins. By consolidating Capterra, Software Advice, and GetApp, they're building the foundation to be that winner.

For now, buyers should expect business as usual on all platforms. But keep an eye on how G2 integrates these properties—the future of software discovery may look quite different in 12-18 months.